Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Iconic Design—The Apple Logo

By Greenfield/Belser
December 11, 2014
Iconic Design—The Apple Logo

Originally designed by Steve Jobs and Ronald Wayne in 1976, the first Apple logo featured a very intricate black and white etched drawing of Sir Isaac Newton sitting under an apple tree. A year later, Apple hired graphic designer Rob Janoff to simplify their logo. He pitched the concept of an abstract apple profile (not to be mistaken for a cherry) with a bite taken out of it. The apple would also feature rainbow colored stripes to make the product more user-friendly, attract a younger demographic and highlight Apple’s unique ability to show images in color. The logo was hand-designed using the Golden Ratio, constructed out of mathematically perfect circles and partial circles that are proportionate to each other. Janoff prepared only one concept for Steve Jobs to review—and it was immediately adopted as the production version. The entire design process only took two weeks from initial meeting to final design presentation.

The Apple Inc. corporation is one of the most successful and recognizable brands in the world. Their products are sleek, innovative and extremely user-friendly. They are known for staying two years ahead of their competitors and are leaders in the technology and design industries. I have always been a fan of Apple's iconic logo. It’s interesting to discover all the factors that went into the creation of this logo, which hasn't changed much over almost four decades.

When I am branding a corporate identity, I strive to think similarly to Rob Janoff's process for great design. Who knew that such a simple logo could be so timeless?